Arctic Monkeys CSP English Media AQA

• Media Audiences. 

How does the I Bet You Look Good on the Dance Floor video target and address its audience? 

How do Arctic Monkeys use video to project their image? 

How did the Arctic Monkeys exploit the online presence and niche nature of their fanbase? 

You will need to discuss the nature of music video itself as a primary means whereby the band/artist projects an image, how much control they have over that image and the very different perceptions of that image. What are the pleasures and rewards for music video audience members?

• Media Industries. 

Why is this video seen as a turning point in the relationship between the music industry, artists and fans? 

How have technological developments enabled ands/artists like Arctic Monkeys to self-produce their own artistic output and what are the implications of these challenges to mainstream music producers and publishers? How are music videos rated and regulated in the UK?

• Historical, social and cultural contexts. 

The success of Arctic Monkeys may be seen as a case study comparable to other key events in the history of popular music such as the Beatles forming their own record label and the rejection of stadium and pomp rock by the punk explosion. Comparison with How You Like That will develop your understanding of the differences between mainstream and independent artists.

INDUSTRY

• Fans uploaded early demo songs to file-sharing sites and early social media sites like MySpace. This spread the word through the fans not traditional marketing channels. Whilst the band did not do or encourage this, they were not against it. They were one of the first bands to embrace social media and file sharing to promote themselves.

• Prior to their first album, much of early demo sessions were burned onto CD and distributed free to fans at their gigs. Fans were turning up to gigs knowing all the words

to songs before they had released anything yet.

Why is arctic monkeys a turning point in the relationship between the music industry and social media?

• The band actively used early social media (particularly Myspace) to generate enthusiasm and interest in the band, their music and their gigs.

• The band built interest in their music by…